Regular donors

Our regular giving program is one of the largest of its kind in Australia. It provides us with a reliable, ongoing source of funds which allows us to budget and plan ahead so we can deliver vital programs and services to those in need. Red Cross has more than 121,000 regular giving donors who enable the organisation to sustain long term everyday initiatives. In 2013/2014 this pre-assured income raised $37.3 million and accounted for nearly 45% of all Red Cross fundraising revenue.

Regular giving is also one of our most cost effective methods of fundraising. We continually acquire donors from all over Australia, mainly through face-to-face fundraising and also through mail, digital, television and telemarketing campaigns. Alongside acquisition we have a strong strategic focus on retention and engagement of our donor base in order to safeguard future fundraising income. Our donors are kept updated on how their generous donations are put to use through a program of email, mail and phone updates.

Funds raised through regular giving helped Red Cross to be ready to act when floods hit Bundaberg, Queensland in 2013, providing immediate and vital support to affected communities. Photo: Australian Red Cross/Jack Tran

Thanks to our regular donors Red Cross can continue to help people around Australia and further afield, every day and around the clock. Our donors make a significant impact on the lives of many, from local initiatives ensuring isolated older people receive a daily phone call to check on their welfare, to broader initiatives including disaster relief and recovery.